G322: Key Media Concepts

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Transcript of G322: Key Media Concepts

Info and AudiencesG322: Key Media ConceptsTV Drama (50 Marks)You will be asked to analyse a extract from a TV drama, looking at how micro features are used to represent individuals or groups of people in 1 of the following categories.

Miss Goodhew will teach you for this part of the courseInstitutions and Audiences - The Film Industry (50 marks)You will be asked about the processes of Production, Distribution and Exhibition as well as Marketing and Media Ownership.

You will be looking at 2 case studies for this

Disney - Avengers Assemble

Warp Films - SubmarineHow do we use media?Why do we use media?Maslow's Hierarchy of Needs. 2 hour 30 minute exam, split into 2 sections.

TV Drama

Institutions and Audiences - Film Industry Complete a media diary of the media you consume in one week

This could be TV, Newspapers, Films etc...

Do you notice a pattern? Which days do you consume the most?Food, shelter etc

Potential and realisation of that potential

Personal security (perhaps job security, friends)

Self- esteem, status, respect and admiration of others

The need to belong/ be part of a group

What do you think these areas mean?Maslow and Audience

Using Maslow's hierarchy of needs analyse how this advert appeals to its target audience.Maslow and Audience

Look at the media diary below. Who is the audience member being described?What are their needs?Maslow and You

Using Maslow's hierarchy work out your needs as a media audience consumer.Who do you think the audience might be for the following?Industries and InstitutionsWhat is an Institution?What is an Industry?Companies and organisations that provide media content, whether for profit, public service, or another motive.

This involves an understanding of the media as a business, the relationship between media providers and the public and media as a form of power.

Individual types of media

What industries can you think of?Industries and InstitutionsInstitutions are made up of a variety of industries, this allows media institutions to better control the products they produce.

This is important to both convergence and synergy.Film IndustryTelevision IndustryMusic IndustryVideo Game IndustryMagazine IndustryFilms and SynergyFilm IndustrySynergy is the promotion of a product over multiple media platforms, combining several industries.

Think of a film, how many different media industries have been used in its promotion?Music IndustryVideo Game IndustryMagazine IndustryOnline IndustryCross Media Convergence is when a product is available on a variety of different media platforms. Vertical and Horizontal IntegrationExample of Synergy in High School MusicalPrintInternetConverged CommunicationHow can this apply to the film industry?How many different ways can you access a film? Walt Disney pioneered synergistic marketing, licensing Mickey Mouse to be used on other products and brandsThese products help advertise Disney as well as the other brand.Vertical integration is when institutions work with industries under their own umbrella. Film IndustryTelevision IndustryMusic IndustryVideo Game IndustryMagazine IndustryWhat issues might New Media Technology have on the film industry? This allows the institution complete control over the product, allowing them to gain a greater amount of profit from it. Horizontal integration is when different institutions work together to produce a product. This shares the risk of a product, but reduces the amount of control and profit gained by a single institution. Vertical or Horizontal IntegrationHorizontalVerticalFilmElectronics CompanyFilmCarHorizontalHorizontalWhat other examples can you think of?DefinitionsIn your own words write a definition for the following:

SynergyConvergenceIndustryInstitutionVertical IntegrationHorizontal IntegrationThe Big 6 and Media OwnershipWhat is Vertical Integration?What is Horizontal Integration?When institutions use industries under their own corporate umbrella to promote or create a product.

When different institutions work together to create or promote a product.

The Big SixHollywood is dominated by The Big Six Film Studios.

Who do you think these are?

What films do you think these studios are responsible for?ConglomeratesEach of the Big Six are a conglomerate.

A conglomerate is a multi-industry company.

Conglomerates can be formed by merging a number of businesses together, they can also be formed by the expansion of 1 company into a number of industries.

Can you remember any of the industries Disney is involved in? What were the names of the companies they own?Walt Disney ConglomerateFilm IndustryTelevision IndustryMusic IndustryVideo Game IndustryMagazine IndustryOnline IndustryRecreation/Travel IndustryUniversal 21.3%

Disney 19.8%

Warner Bros. 13.9%

20th Century Fox 11.3%

Sony/Columbia 8.4%

Paramount 5.9%

Lionsgate 5.9%

In 2015 Disney came second in its US market share, making 19.8% of the income generated from the film industry. Together the Big Six form an oligopoly, holding the majority of control and power over the film industry.

Another way of saying this is that the Big Six have hegemonic power over the film industry.

Hegemony - Leadership or dominanceOligopoliesResearch and answer these questions (in paragraphs) on The Avengers Assemble. Create a Case Study hand out which can be used in later lessons

(1a) Which companies produced The Avengers Assemble? (b) Is this an example of Vertical or Horizontal Integration?(c) Why?

(2) How much did the film make (in $ and £)

(3a) What products/merchandise can you find that have been released to tie in with The Avengers Assemble? (b) How might this help the film and Disney?

(4a) What platforms was The Avengers Assemble released on? (b) How might this help the film and Disney?The Avengers Assemble (2012, Joss Whedon)Defining British CinemaWho are the Big Six?What do the Big Six form together?What does that mean?The Big Six form an Oligopoly. This means that they have hegemonic power over the Film Industry.

How do you think the British Film Industry is structured?Rather than The Big Six structure, the British Film Industry is made up of individual companies.

Each of these individual companies focuses on 1 aspect of the industry.

What are those 3 aspects?ProductionDistributionExhibitionEach of these companies works with each other to produce distribute and exhibit a film. What kind of integration is this?HorizontalWhat do you think makes a film British?How do you think the British Film Industry is structured?Rather than The Big Six structure, the British Film Industry is made up of individual companies.

Each of these individual companies focuses on 1 aspect of the industry.

What are those 3 aspects?Each of these companies works with each other to produce distribute and exhibit a film. What kind of integration is this?Is this film British?BritishBritishBritishAmericanAmericanWhy?British Film CategoriesCATEGORY A: films made with British money, personnel and resources

CATEGORY B: films co-funded with money from Britain and from foreign investment.

CATEGORY C: films with mostly foreign (but non-USA investment) and a small British input, either financially or creatively.

CATEGORY D: films made in the UK with (usually) British cultural content, but financed fully, or partly by American companies.

CATEGORY E: American films with some British involvement.

Put these films into the following categories:BThe Golden Age of HollywoodWhat are the 3 sections of the Film Industry?What is Vertical Integration?ProductionDistributionExhibition

When institutions use industries under their own corporate umbrella to promote or create a product.

The Golden AgeThe Golden Age of Hollywood lasted from the 1920's to 1950's, in this era the big film studios were able to control the film industry in a different way than they do today.

They did this through Vertical Integration controlling each section of the Film Industry. ProductionDistributionExhibitionThe Studio SystemIn the 1920's-40's American Film Studios operated differently.

The studios owned each section of the film making process, owning Studios, Actors and Directors on the Production side, Marketing and Releasing on the Distribution side, and Cinemas and Theatres on the Exhibition side.

This allowed them to completely control the film from start to finish. It also allowed monopolies to form within the industry.

What is a monopoly?Why might this negatively affect the film industry?Block BookingTo make sure the film studios made money from each of the films they produced they had a system called Block Booking.

This is how they would sell their films to the exhibitors (cinemas etc...)

Block Booking was essentially the practice of selling 1 big blockbuster to a cinema, however in order to exhibit the film the cinema would also have to buy 4 smaller low budget films made by the studio.

In addition to this the studios also held 'exclusivity rights' deciding which theaters would be able to show their films.

What effect could this have on theaters and cinemas?Paramount Consent DecreeIn 1948 the American Government took the Hollywood Film Studios to court, suing them for their monopoly over the film industry.

The case focused on the practice of block booking and exclusivity and the control this gave to major studios.

As a result of this case block booking and exclusivity was banned and the studios were forced to give up the Exhibition arm of their studios, making cinemas independent entities who were able to chose which films they exhibited.

How would this affect the film industry?TodayHow does the Film Industry operate today?

What parts do the big studios own?

How does this affect the industry as a whole?BCABCWarp FilmsResearch and answer the following questions in paragraphs.

(1a) What films has Warp Films produced?(b) What kind of films are these?(c) How does this differ to disney

(2a) Do Warp Films consistently work with any other companies?(b) What companies are these?(c) What do they have in common?(d) How does this differ to Disney?Submarine (2010, Richard Ayoade)

Research and answer the following questions in paragraphs.

(1) What is Submarine about?

(2a) How much did Submarine make in $ and £?(b) How does this differ from The Avengers Assemble?

(3a) Which companies produced Submarine?(b) How does this differ from The Avengers Assemble?

(4a) How many countries was Submarine shown in/distributed to?(b) How many countries was The Avengers Assemble distributed to?(c) How do these differ? Why?Technological Convergence is when a number of different technologies come together to form 1 product.What examples of this can you think of?How many different pieces of technology are in this phone? How might this affect the film industry?This example is made possible through New Media Technology (the internet)